Resume @emretok Dubai – United Arab Emirates

Professional Career

  • Over 23 years of Product Management, Growth & Digital Marketing, Customer Experience expertise in multinational companies and Start-ups related with SaaS, MaaS, Gaming, Sports Technology, Ride Hailing, Internet, Mobile, Tech, Telco, E-Learning services in the UK, UAE, , Africa, Germany & Turkey.
  • Business transformations I have led and been part of :
  • Built Product & Growth Department (Team of 40) reporting directly to Founder & CEO including; Product Management, Design, Growth, CRM, Data Science, Analytics, Product Marketing, Customer Experience, Market Intelligence & Research, Digital Performance Marketing, Affiliates, Brand, Social Marketing, PR & SEO divisions under 6 months
  • Lead the holistic Customer Growth (Acquisition,Engagement,Retention, Reactivation,CRM,Martech,CX,Product & Digital Performance Marketing) Strategies in the first & only Unicorn of MENATP; Careem (Acq. by Uber) (XXM $ Marketing + XXM $ Annual Digital Budget + XB$ GMV responsibility)
  • Build the growth marketing org. for the largest Ride Hailing Company in Europe (40M+ customer, 17 Countries) from scratch, to over 100 people domain in 3 months
  • Lead the product & partner marketing activities for the 2nd largest Search engine in the UK to reach %200 growth in market share Digital & Performance Marketing
  • Directed all the Roaming VAS/Voice Revenue services for the leading Telco-$100M in 2005
  • %35 increase in Revenue in two years for the leading E-Learning Company of Turkey
  • Launched Music, Video & Game on demand services for leading Telcom in just 9 months
  • Leader, strong written/verbal communication skills on executive presentation and reporting
  • Ability to resolve conflicts, motivated & motivator, curious, creative, disciplined and organised
  • Proud of quickly built super talented & high performance teams especially on Growth, Data, Product and Marketing
  • P&L ownership experience with proven ability to lead a team to meet specific KPIs & OKRs
  • Comfortable dealing with a global customer companies & interacting in a multicultural environment
  • Delivery of high impact technology evangelism to internal & external audiences
  • Understands, orchestrates & influences customer campaigns & marketing activities resulting in delivery of binding product necessary for the business
  • Continuous improvement every second and learning everyday is my motto, ambition and priority
  • Led teams up to 90, GMV up to $XB USD , Marketing Budget up to mid $XXm
  • Certified Digital Marketing Institute Professional

May 2021 – Present: Senior VP of Growth and Marketing, Dubai, UNITED ARAB EMIRATES

  • KingMakers is the leading sports and digital entertainment platform company across the African continent.
  • Built Product & Growth Department reporting directly to Founder & CEO with 3 direct 40 indirect reports
  • Product Management, Design, Growth, CRM, Data Science, Analytics, Product Marketing, Customer and Agency Experience, Market Intelligence & Research, Digital Performance Marketing, Affiliates, Brand, Social Marketing, PR, SEO and Payments are the divisions and sub divisions reporting directly and indirectly
  • Built team of 50, 80% of them in 6 months after start
  • Responsible from XXXK Monthly Active Users Life cycle activities, strategies and execution in Nigeria, Kenya, Ghana and Ethiopia

Sep 2020 – April 2021: CEO, One Tech Capital LLC (Start-up Studio Venture Builder) Dubai, UNITED ARAB EMIRATES

  • Building multiple start-ups with core tech & infra, know-how & leadership based in Dubai, Kuwait, KSA & Turkey. 7 Directs. 70 people
  • Focus areas: Replicable Mobile SaaS Marketplaces. Specific Verticals. Cross selling audience in between and blitz scaling on market expansion
    • Start-up 1: Coffee Marketplace Series A 25M $ Valuation. Series B due diligence stage. 4 Markets.  
    • Start-up 2: MVP Online Fitness / Gym Superapp | Start-up 3: Stealth Mode or Marketplace to utilize a post COVID declining Industry

Feb 2020 – August 2020: VP of Growth (Consultant), FREE-NOW, Hamburg, GERMANY

  • Directly reporting to CMO, CPO, COO and CTO as Senior Growth Consultant responsible of Company’s Holistic Growth Decision Tree
  • Hired for 7 months to build the Growth Organisation from ground up. Formed Squads of Acquisition, Engagement, Automation and Multi modality.

Jan 2020 – Current: Independent Growth Consultant, Advisory & Investor, Dubai, UAE Growth Advisor & Investor:
Fodel FZE ZIINA Fintech

Sept 2018 – Jan 2020: VP of Customer (Growth, Product, Experience & Digital Marketing), CAREEM, Dubai, UAE

  • Responsible for the product, growth and experience of 40M+ Customers; serving them state-of-the-art products and journeys on our Superapp
  • Managing double digit Million $s of Digital &Rider subsidy budget separately as well as responsible from triple digit Million $s of GMV/Month
  • Managing the whole Customer funnel AARRR activities. Multiple X growth factor in trips, new users, revenue, retention and activation rates
  • Leader of 80 people high performer Customer Subdomain team. Member of Ride Hailing Domain Executive Leadership Team
  • Effective performance and digital marketing leading to $Xm savings up to $Xm on Digital &Rider Subsidy budgets by building internal campaign growth tools built on prediction, churn prevention, forecasting and recommendation engines by using AI and ML algorithms
  • Direct Relationship with all Media Partners: Google, Facebook, Snapchat, Criteo, Adjust, Twitter, Yahoo, and Oath in the region

Apr 2017–Aug 2018: Director of Customer Growth Marketing, CAREEM, Dubai, UNITED ARAB EMIRATES

  • Responsible from 15 markets, 100 cities’ growth about signup, acquisition, on boarding, engagement &harvesting for 30M+ Customers
  • Driving Customer growth through funnel improvements, viral campaigns, performance marketing, digital and organic growth hacks etc. 
  • Member of Careem Leadership Team. Head of 3 Direct, 13 Growth Hackers, Data Scientists, Product Managers and Engineers

Feb 2015–Mar 2017: Deputy General Manager, Product Development/Marketing & Technology, ENOCTA, Istanbul, TURKEY

  • Leading Product Marketing, Content Partnerships, Innovation Labs, IT & Software Dev. Departments.5 direct reports. Total: 63 employees
  • Directing all e-learning content, all Web & Mobile software and 3rd party relations for 50 Partners, 450+ B2B customers & 2,3M+ end users
  • Grew revenue 28% YoY for Catalogue, LMS and custom content in 2015. %14 in tough 2016. Usage and Margin increase %10+ respectively
  • EBITDA + P&L responsibility over 7M USD. Leading Government and EU large scale B2B, B2C, SME projects + R&D activities such as AR/VR

March 2011–Jan 2015: Senior Product &Partner Mark. Lead, Bing, Outlook, OneDrive-MICROSOFT UK, London, THE UK

  • Leading all aspects of Product & Partner marketing + management for Bing, and OneDrive web products and campaigns in the UK
  • Extensive Digital Marketing Campaign execution experience covering Top 12 markets for FIFA World Cup 2014 including social & mobile
  • Subject-matter-expert of Bing Toolbar, Maps, Local, Desktop, Notification platform, transfers from MSN & Bing commercial partnership & offerings
  • Messaging framework,demoing, external & internal evangelism, increasing MSN Transfers volume to Bing and drive search partnerships

Oct 2008 – March 2011: Online & Compete Business Group Lead; Consumer Online – MICROSOFT TURKEY, Istanbul, TR

  • Top 5% performer for 3 consecutive years for MS Turkey subsidiary. Member of Microsoft Turkey extended leadership team
  • Responsible from digital marketing, Internet projects, new digital advertising projects development to enhance power of sales team in Turkey
  • Coordinated and acted as: Search Lead, Business Development Lead, Compete Lead, Reward & Recognition Team Leader of Microsoft Turkey
  • Responsible Products: Windows Live Hotmail, Messenger, Search, Skydrive, Movie Maker, Photo Gallery and Google Competition

Nov 2007–Oct 2008: Senior Product Development & Strategy Manager, Marketing Department; TTNET, İstanbul, TURKEY

  • Launched &coordinated all the product development and strategic management of audio/video/gaming portals (TTNET Music & early TiviBU)
  • Experience & knowledge on Gaming Market, Video on Demand, Streaming Media and Content Portal projects on the Internet

Aug 2006-April 2007: Lead Project Manager; Corporate Business Dev.Dept., TURKCELL, Istanbul, TURKEY Coordinating state-of-the-art Business projects such as; GPS/GSM Navigation,M-Learning, GSM Camera, Mobile Portal

Aug 2005 –Aug 2006: Head of Product Managers, Mobile Product Management VAS,TURKCELL,Istanbul, TURKEY

  • Managed new formed Data Services& Product Management Department having 5 product managers + 2 Interns
  • Coordinating and Positioning more than 13 services; second highest ranked in VAS revenue budgeted in TURKCELL AOP
  • Experienced on Data Pricing Strategies, Product Marketing Communication and Product Development Phases/Feasibility Analysis

Feb 2002 –Aug 2005: Product Specialist, Marketing & Sales Department, TURKCELL,Istanbul, TURKEY

  • Successfully reached & or passed committed 200 million $ revenue for all 3 years by Segmentation, product/tariff/campaigns and their life cycles
  • Managed product life-cycle of Mobile Products for “International Roaming” on platforms of WAP, SMS, IVR, WEB and Cell Broadcast Service

Aug 1999 – Feb 2002: Project ManagementAnalyst, Project Management Department, ABANK, Istanbul, TURKEY

  • Specialized on Process Management & Re-Engineering activities plus ISO Certification Project. Designed and managed all of the work flows
  • Managed re-organization and efficiency projects with time Study of branches. Designed queuing models for reducing cost. Certified Quality Auditor

Apr 1999 – Aug 1999: Analyst, Internet & Multimedia Department KOCBANK, Istanbul, TURKEY


  • 2004 –     ? :  PhD. Mobile Banking. KHAS UNIVERSITY, Istanbul, TURKEY — CGPA:3.30 – Thesis: Mobile Banking & Consumer Behaviour
  • 1999 – 2003:  MBA Marketing. YEDİTEPE UNIVERSITY, Istanbul, TURKEY — CGPA: 3.50 – %25 Scholarship Granted during education
  • 1993 – 1999:  B.Sc. in Industrial Engineering. EASTERN MEDITERRANEAN UNIVERSITY, North Cyprus

Projects – Products

  • 2018 – Exceptional Campaign & Retention tools built such as Onboarding, Reactivation frameworks as well AI &ML Growth Engine Tool
  • 2017 – First subscription-based services in Ride Hailing space in MENATP in Careem. First Whatsapp booking channel Worldwide
  • 2015 – Launched Mobile and Cloud base E-Learning Services covering 400B2B Clients 2.6 M end users in Turkey
  • 2012 – Launched co-initiatives with Tesco, Daily Mail, General Electric (Summer Olympics), Messenger, Bing, Phone and MSN UK
  • 2010 – Windows Live Messenger Radio; 4th world wide Messenger Radio application & Sponsorship after France, Spain and Italy
  • 2009 – Launched Various Projects using Microsoft products with Coca-Cola, Starbucks Turkcell, GarantiBank, Turk Telekom
  • 2008 – Consumer launch of all Windows Live Wave Web Sites. Developed first Custom Bing Toolbar for International Market, the UK
  • 2007 – TiviBUVideo on Demand Portal& TTNETMUZIK; Music Portal (Still runner up in base compared to Spotify& Netflix in Turkey)
  • 2005 –Launch of Blackberry in Turkey. Mobile Internet Ecosystem including Mobile Search, Mobile Blogging, Mobile Browser, Web2Mobile
  • 2004 – Mobile Government Projects. Launched VAS Service for people with disabilities, Talking Message and Haberver


  • Mobile Marketing Association MMA Smarties CRM 2019, Runner Up On boarding Automation Program via AI & ML triggers at Careem
  • Shortlist in top three Best e-learning mobile app, Learning Technologies Awards, 2016. SME Mobile App for Vodafone SME Subscribers
  • A&O UK FY14 H1 Individual Award by launching Daily Mail Bing Toolbar as the first Newspaper toolbar in the World in November 2013.
  • A&O UK FY12 H2 Team Award by beating the budget and extraordinary efforts for driving Bing in the UK
  • A&O UK FY12 Individual Award with Bing & Tesco Enterprise Challenge Project for 18.000 employees of TESCO Enterprise
  • Gold Star Individual Award; 2009 EMEA Region; Microsoft. Received upon achievements on growing search share and monetisation
  • Runner Up for the 2010 Digital Marketing Excellence Team Award; Microsoft Global.  Windows 7 Consumer Launch Project
  • Best creative idea individual award; Turkcell, for “Emergency Assistance”, Asia Tsunami Disaster 2004. Brand effect: 5m $
  • 1st runner-up, award gained at International Symposium of Industrial Engineering Students, ITU, 12 March 1999, Istanbul
  • Dean’s Honour List; twice on 98’ spring & 99’ fall semesters at Eastern Mediterranean University


  • Board Member: MENA Chapter of Mobile Marketing Association representing Careem: Feb 2019- Feb 2010
  • Mentoring: MEA based Startups by volunteering. Mentor KSA Digital Academy, Mentor of Flat6Labs Center in Bahrain 2018-2019
  • Keynote Speaker: CMO Conference MENA, Mobile Marketing Association, Smartcon, Spotify, AppsFlyer, Snapchat and Insider Events Link
  • Microsoft Word, Excel, PowerPoint. Turkish (Native) English(Fluent) – Driving License TR & UAE

Hobbies& Activities

  • Ultra-Mountain & Trail Runner (Competed various races running between 55km to 126km).  Semi-Finalist; Land Rover G4 Challenge 2008 Turkey
  • 2010-2014 Finisher: Ultra Trail Mont Blanc. Paris EcoTrail 80km. Transgrancanaria 125km. Ran/Hiked non stop over 32 hrs
  • 2012: Producer of Turkey’s first ultra-marathon running movie documentary:  Duslere Uzanan Patikalar  
  • 2014: Raised 7K $ for TOFD and 3K $ for Guide Dogs for the blind in his charity ultra-marathons. Cycled Croatia & West Turkey
  • Blogging since 2004. Award winning travelogue. Turkey Blog Awards `09 & `08. Twice finalist in Altın Örümcek 2006-2011
  • Sea Kayaking, hiking and Road/MTB Cycling. Historical document collector. Certified CMAS Scuba Diver, First Aid Specialist. Has 1500 books
  • Founding Member of Adim Adim Charity. EMU Alumni Club. –  Circle d’ Orient Club – Congress Member of Fenerbahce SK


  • Ebru CAPA Marketing Consultant, Lecturer – EX- Consumer Online GM of Turkey – Microsoft 2007-2011  
  • Clemence Duterte, CEO HALA (Joint Venture Careem / Road & Transport Authority UAE)
  • Thomas Zimmermann CMO FREE-NOW